It wasn't what he said, it was when he said it and what context he attached it to. You surely know this. If he makes that comment a few days earlier or later while only discussing the quality and character of his players then it's all good, there's no story.
But when you get asked about not meeting your teams goal(s) and you immediately pivot to that? That's why he's gotten roasted locally, regionally and nationally and deservedly so.
The dude is 100% tone deaf as exhibited by yet another comment he made which he says is the reason (falsely) that his "champions of life" comment didn't "resonate"..... he says it's because 7 other teams have the same motto. For crying out loud, how tone deaf can you be? I'd be thrilled if he never does another presser or stands in front of a microphone again. Just skip it altogether or let someone else speak for the program. Let Shoop do it.....he can't coordinate a defense for ish but he's very good and forthright when speaking to the media.....and he "owns it".